This article is part of a Spotlight series on sports and sponsorships in Australia. Read more
A quick glance around any stadium or broadcast reveals a colourful mess of logos. It seems like every brand wants a bite of the sponsorship pie, but it’s difficult to get them right and make them more than an exercise in shallow salience alone.
An articleby Dan Collier-Hill revealed that “clutter” in Tier 1 Australian sport is growing at 14% year-on-year and that brand recall is down by 29%. There are more brands than ever associated with Australian...